MarketingFeaturedEast Asia

Toothpaste brand Crest kicks off week-long dental care-centric campaign

Teddy Cambosa - September 21, 2022

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Hong Kong – As part of observing the ‘920 National Dental Care Day’, one of P&G’s toothpaste brands Crest has launched a week-long campaign to further promote a healthy dental care lifestyle, and advocating the belief that daily dental protection is the key to healthier teeth.

Crest has launched a brand platform called ‘Great Crest Protection, Greater Smiles’ for the campaign, alongside a campaign film, which strategically depicts three families of different backgrounds and ages to show how Crest is the enabler of their healthy yet ordinary day-to-day lives.

The film features a young family of three, a couple, and a family of three generations, each bringing to life the belief that we are all born with beautiful smiles, but the confidence to smile needs to be encouraged.

In addition, through a series of activations, the brand partnered with Local Chinese channel CCTV and hosted an open class on public awareness of oral health. The film was also distributed on digital platforms such as Weibo and TikTok. As a result, the campaign transformed the public’s attitude towards dental care to prevention rather than solution, whilst also reshaping Crest’s brand image to ‘all-around oral protection’. 

Joe Yue, creative partner at GREY Hong Kong, said, “I love Crest’s new brand proposition. The brand draws insights from real-life matters and illustrates the relationship between being born with smiles and being encouraged to smile. Crest also provides the right emotional value for its target consumer group. Because of better dental protection, we can have the confidence to smile, breaking through traditional barriers through strong brand empathy.”

Meanwhile, Shannon Li, vice president of oral health for Greater China at P&G China, commented, “Consumers’ oral health awareness and practices are improving. This year, Crest is furthering this movement by introducing a new line of products for dental care with the aim of bringing more protection and more smiles.”